| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 99 === Due to the rapid economic development, the social patterns have transferred from agricultural society to industrial society in Taiwan. The people’s lifestyles have changed, such as a large number of emergences of small family and double-income family, increasing the proportion of dining out…etc. With the increase in national income, it has improved the standard of living and people pay more attention on health and food safety.
Misuse of pesticides has incurred a lot of pesticides residues in vegetables. Long-term consumption of contaminated vegetables can bring about the human disease much harder to be cured. Furthermore, it is even easier to cause cancers and the patients’ ages are getting lower and lower. Therefore, the demands for safe agricultural products have emerged in recent years.
In order to provide the reference of market segmentation and marketing strategy for the suppliers of safety certified vegetables, this study has two main purposes: First is to find similarities and dissimilarities of basic attributes – lifestyles, purchase motives and purchase intentions about those who have bought the safety certified vegetables. The other is to find similarities and dissimilarities of same attributes about those who have been interviewed but not bought the safety certified vegetables.
According to the result of this study, the major customers who buy the safety certified vegetables are female, married with children, mid-class small family (annual household income from NTD 410,000 to NTD 1,000,000).
About sales and distribution, it will be one of the channels to ensure sales either setting up the stands at supermarkets / hypermarkets or supplying the safety certified vegetables to them. It may also benefit to find the potential customers who are met to the aforementioned conditions from the membership database of supermarkets / hypermarkets.
In addition, to assure the food safety for consumers, the suppliers must apply the certification of GAP (Good Agricultural Practice). Use GAP certification mark as the focus to advise consumers that the safety certified vegetables are safe to eat and combine with emphasis on family, sensibility and children’s health – To obtain consumers’ recognition then result in more purchases.
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